What We Believe

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The term “Brand Strategy” has become an overused, vague and even meaningless term for good old fashioned business strategy and market positioning.

We find that a successful business strategy starts with an effective brand strategy and that the management of the brand carries thru in nearly everything you do.

An effective brand strategy is a powerful business tool that can…

• drive change
• drive customer preference
• drive differentiation
• justify pricing premiums
• defend from the competition
• provide stability in tough times
• enhance performance in expansion times
• and more…

Is a single idea that embodies everything you do:

• must have competitive advantage
• must be as differentiated and competitively advantageous as possible
• must compel - the organization, marketing execution, and of course… the audiences

Is useless unless it comes with:

• clear and compelling marketing strategy
• products and services which truly embody the brand position
• supportive culture throughout the organization
• clear set of actions for execution

A brand is not just a logo:

• brands, like people, have strengths and weaknesses that serve to represent how you are viewed by your key constituents
• EVERYONE in your company is a brand ambassador
• managing your core brand strength is a PROCESS
• your brand is an asset that must be considered in all business decisions
• when strategically managed, brands hold much power for you to wield in competitive markets
• brands can evolve over time, with care and nurturing
• brands can be renewed
• but it takes careful insight, research and application

Great Brand Strategy…

• has insight
  • is enriched, validated and brought to life through customer insight
  • is reached through a blend of research, experience, distillation and collaboration
• has bite
  • starts by uncovering your relevant differentiation
  • resonates with your customer’s needs, provides competitive advantage and grasps the marketplace opportunities--fulfilling the unmet need
• is timely
  • is on target with, or ahead of, customer and marketplace needs
• is compelling
  • will be compelling to your various audiences
  • is compelling to the organization (and its parent)
  • is competitively unique, own-able and defendable

“Igniting” your brand requires tapping into the CORE of your Brand Power

• What is the value proposition as it exists today? Who are you to your customers?
• What brand attributes can be leveraged for competitive advantage?
• What is the best way to activate those attributes in a way that will fulfill un-met market needs?
• Where is your current value proposition working, and where does it fall short? Where is the brand going?
• How do you develop a new or modified brand value proposition that has relevance and meaning to the target market?
• How do you create a brand voice which will resonate with the target market(s)
• How do you craft brand messaging which can be communicated in a variety of ways and in a range of materials to connect with the target market(s)

Managing your brand is a PROCESS that ADR is prepared to help with

1. 1. Brand Strategy
   • INSIGHTS: business review, market audit, customer reviews, brand analysis…
   • VALUE PROPOSITION: assessing opportunities, creating the promise, the benefits, the proof…
   • POSITIONING: testing the promise, the benefits and the proof against competitors to determine your fit in the marketplace…opening the front door, closing the back door…
   • BRAND FRAMEWORK: the brand architecture, the key messages to drive choice/ loyalty, the brand voice…
2. 2. Brand Activation
   • IDENTITY DEVELOPMENT: how is the brand communicated verbally, visually, and thru the systems and process by which you do business?
   • BRAND IMPLEMENTATION: internal execution, external execution, marketing and sales optimization….
3. 3. Brand Management
   • MANAGEMENT TOOLS: awareness and usage studies, corporate guidelines, employee touch point training…